City Unrulyversity - The Six Steps of an Awesome Digital Marketing Strategy
Description
The Six Steps of an Awesome Digital Marketing Strategy
By Dr Tom van Laer (ESCP Europe Business School)
Typical digital marketing revolves around a drive to get more traffic, no matter what. Social media and viral marketing, search marketing, e-mail marketing (not spam), spam, banner ads, pay-per-click marketing—name the method, and 98 per cent of marketers use them as blunt instruments in a get-all-the-traffic-and-hope-for-the-best kind of way. Never mind whether that traffic represents truly qualified potential customers. Never mind the cost of driving useless traffic. Just keep them coming!
In traditional media—print, television, and such—it made sense to start off with this approach. But digital marketing is different, and much more powerful. It’s a two-way street. That means we can interact with our customers, and select traffic rather than accumulate it. That’s what this session is about.
At the end of this session, you will know how to build your digital marketing strategy to optimize two-way traffic. You will learn how to get attention, attract customers, and build sales. And you will get a chance to apply the six steps of a successful digital strategy.
Dr Tom van Laer holds a doctorate in marketing (PhD) from Maastricht University, the Netherlands. He has also been a visiting scholar at the University of New South Wales in Sydney, Australia. Currently, he is Assistant Professor at ESCP Europe Business School, and a visiting scholar at the University of Sydney, Australia. Effective 1 February 2015, he will join Cass Business School, City University London as Senior Lecturer in Marketing. His research appears in premier and leading academic journals, including Journal of Consumer Research, International Journal of Research in Marketing, Journal of Business Ethics, Journal of Interactive Marketing, and other outlets. His publications reflect his interest in storytelling, consumer behaviour, and ethics.
